Liberate your Marketing Team with Concepts Overnight — A Webinar About Linking What’s Now to What’s Next!

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Given the huge proliferation of products in recent years, one of the greatest challenges in marketing is figuring out how to relevantly differentiate new introductions – or in other words, how can your innovation best stand out to consumers in the most meaningful way? The best way to uncover this […]

Nature and Nurture: A Validation of Idea Screening

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Our overnight idea screening tool, Ideas Overnight, has become a big hit with our clients. Since launching in March of 2014, over 30 clients in the US have used the tool to expedite and improve their innovation process. Interestingly, we still receive the occasional question of whether or not idea […]

On Concept Writing: Does Your Concept Reflect Reality?

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In a previous article, I wrote about the importance of concept length and provided some data-based guidelines. Concepts are really a proxy for later advertising, and the recommended 120-130 word range is reflective of a 30-second TV advertisement. Sounds good. But for various reasons, the trend has been for more […]